Logo_Service & Tourism: Current Challenges_eng

Marketing Hospitality and Tourism Services

Vol. 20 No. 2 (2026)

PHOTOTOURISM AS AN ELEMENT OF INCREASING A DESTINATION ATTRACTIVENESS FOR TOURISTS

DOI:
https://doi.org/10.22412/2414-9063-2026-20-2-74-83
Submitted
June 2, 2026
Published
May 13, 2026

Abstract

The relevance of this study stems from the need to expand tourism offerings, generate demand for unique travel experiences, and create high-quality content to inform the public. The article purpose is to identify the phototourism potential as a technologically advanced, fashionable tourism trend and as an element of territorial development and public awareness through photography. The authors examined tour types, phototourism concepts, and some aspects of photography. The article provides a SWOT analysis of phototourism. Scientific novelty includes the clarification of the phototourism concept and characteristics of some phototourism locations in Russia. The study is based on analytical methods, systematization of scientific publications, and information comparison. Professional phototourists try to plan their routes to untouched corners of nature and culture, while amateur phototourists, conversely, travel to well-known locations to take their own personal photos. However, a contradictory behavioral phenomenon emerges here, where photography in both cases presents the location as untouched nature. Phototourism is environmentally friendly, which allows us to speak of it as a sustainable tourism form.

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